PENGARUH STRATEGI GREEN MARKETING DAN PERCEIVED VALUE TERHADAP PURCHASE DECISIONS DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Sakara Coffee di Bandar Lampung)

NAHDATUL, KARIMAH (2026) PENGARUH STRATEGI GREEN MARKETING DAN PERCEIVED VALUE TERHADAP PURCHASE DECISIONS DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Konsumen Sakara Coffee di Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Meningkatnya kesadaran masyarakat terhadap isu lingkungan mendorong pelaku usaha, termasuk industri coffee shop, untuk menerapkan strategi green marketing. Selain itu, keputusan pembelian konsumen juga dipengaruhi oleh perceived value atau nilai yang dirasakan terhadap produk dan layanan. Penelitian ini bertujuan untuk menganalisis pengaruh green marketing dan perceived value terhadap purchase decisions dalam perspektif bisnis Islam pada konsumen Sakara Coffee di Bandar Lampung.Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif-kausal, di mana data dikumpulkan melalui kuesioner dari 97 responden yang dipilih menggunakan teknik purposive sampling dan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLSSEM) melalui perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa green marketing dan perceived value berpengaruh positif dan signifikan terhadap purchase decisions konsumen, baik secara parsial maupun simultan. Temuan ini menunjukkan bahwa penerapan strategi pemasaran ramah lingkungan yang didukung dengan peningkatan nilai yang dirasakan konsumen dapat meningkatkan keputusan pembelian. Selain itu, strategi tersebut perlu diselaraskan dengan prinsip bisnis Islam seperti kejujuran, keadilan, dan kemaslahatan untuk mendorong perilaku konsumsi yang lebih etis, bertanggung jawab, dan berkelanjutan. Kata Kunci: Green Marketing, Perceived Value, Purchase Decisions, Bisnis Islam, Caffee Shop. ABSTRACT Increasing public awareness of environmental issues encourages businesses, including the coffee shop industry, to implement green marketing strategies. In addition, consumer purchasing decisions are also influenced by perceived value or the perceived value of products and services. This study aims to analyze the influence of green marketing and perceived value on purchase decisions from an Islamic business perspective on Sakara Coffee consumers in Bandar Lampung. The research method used is quantitative with a descriptive-causal approach, where data were collected through questionnaires from 97 respondents selected using purposive sampling techniques and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method through SmartPLS 4 software. The results show that green marketing and perceived value have a positive and significant effect on consumer purchase decisions, both partially and simultaneously. These findings indicate that the implementation of environmentally friendly marketing strategies supported by increasing consumer perceived value can improve purchasing decisions. In addition, these strategies need to be aligned with Islamic business principles such as honesty, fairness, and welfare to encourage more ethical, responsible, and sustainable consumption behavior. Keywords: Green Marketing, Perceived Value, Purchase Decisions, Bisnis Islam, Caffee Shop.

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